Car buying is rarely a rational process - it's an emotional journey. The best sales experiences don't just list features; they create a story the customer can imagine themselves in. From the rush of picturing that first drive to the comfort of feeling understood, these emotions shape decisions far more than specs or price. In this session, Jens-Peter Sjöberg, chief innovation officer at Phyron, will explore how principles of cinematic storytelling and human psychology - honed over decades in the film industry — are now being applied in automotive retail. He’ll reveal how AI can tap into the drivers of human behavior, using data to craft personalised, high-impact visual storytelling that evoke desire, trust, and excitement at every stage of the buyer journey. Attendees will learn why the automotive sector must catch up with industries like fashion and e-commerce, which already leverage emotional triggers and seamless online experiences. With insights from over 4,000 dealerships worldwide, Jens-Peter will show how using AI to connect on a psychological level can turn passive browsers into eager buyers, and keep them coming back.